Important note: Many buyers will ask questions coming from a skeptical position. Most buyers are cautious and will want proof of your financial and website traffic numbers in some way. The more viable proof you are able to provide them, the easier it is to sell your business. Think about ways you can show your numbers without revealing too much about your competitive advantage.
For instance, PayPal allows you to make a restricted login that allows people to view your sales history, but not be able to do anything else. I only recommend giving people who are really serious about buying your business this type of access.
It's also ok to give out your website statistics login to serious buyers. You'll have to decide if you feel comfortable doing this with each individual buyer. Many times when you have provided this type of proof to a serious buyer it is what finally convinces them to make an offer on your business.
Yes, there are people out there that just want information about your business with no intention of buying it. But I would say that the majority of buyers are legitimate.
It's also a good idea to ask them to agree to a Non-Disclosure Agreement for any information provided to them. I normally do this through email, but faxing or overnight mail are viable options as well.
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